Nationality-Audiences for Targeting E-Commerce Marketplaces...Connect an E-Commerce Marketplace of Nationality Shoppers Such As; German, Italian, French, British, Polish, Hispanic to Like-kind Fully-Authentic Nationality Consumer Goods!
Shoop, Shopify, Dokan, MainStreet, Weebly, WooCommerce, BigCommerce Sponsored
Multi-Vendor Metro-Marketplace Projects by Charly Dushek
Charles Dushek
Introduction: Within the US there is a Population of 330 Million People and in 2020 70% or 230 Million are Doing Online E-Commerce Transactions in Retail Consumer goods. These 230 Million Shoppers include over 20 Distinct Nationality Heritage Audiences as 2nd & 3rd Generation Descendants and as Direct-Immigrants to the US. There are enough individual-Nationality Audiences in the US to carve-out Nationality-Focused E-Commerce Marketplaces...
Top 10 Nationality-Ancestry Segments of the US Population as of 2015
For purposes of Economic-Scaling-Growing a Nationality-Focused E-Com Marketplace, there needs to be a Minimum numerical 1.5% population base audience equals 5-million people, for Audience Targeting. A 5-million people base in the US spends $13,400 per capita Retail Sales x 5 million = $67 Billion on Gross Retail Sales per year. This population number provides a Big Data estimation of the Gross Annual Sales Revenues for operating an E-Com Marketplace. Targeting just 1/100th of a percent of One Nationality Population Segment and selling at least 20 Genre Categories of Branded Goods offers potential annual sales of ($67 Billion x 1/100th of a Percent) equals $6,700,000 annual online sales!
The Term "Metro-Area" is somewhat Generalized in its meanings. In the context of this presentation, Metro-Area of say Chicago would be the legal City-Limit Boundaries of the City of Chicago...Plus any Adjacent or Contiguous Towns located around the full perimeter of the City of Chicago that equals 3 million people. Regarding the City of Milwaukee, its Metro-Area is defined Same-Way as that of the Chicago Metro-Area and has 2 million in Milwaukee-Metro.
Considering the Big Date Reference in the above Introduction. a 5-million combined Metro population of Chicago and Milwaukee has approximately 5,000,000 x 70% = 3,500,000 confirmed online shopping population. Further, the average retail goods purchases/spend per US online shopper is $1,800 in 2020. Hence, segmenting these two Metro Cites that are just 80 miles apart, there is a total E-Commerce Marketplace Gross Selling Opportunity of 3,500,000 x $1,800 = $6,300,000,000 = $6.3 Billion.
The following discussion in Designing, Creating, Launching, Operating and Marketing a Nationality-Based E-Com Marketplace examines what the Start-Up economic potential is of a Single-Nationality Marketplace selling Single-Nationality Genres of Goods Categories within CHGO and MLK Metro-Area Markets.
During the first 3-years of start-up, this model marketplace can reach at least $5 million in annual sales, basis: Google Analytics on Nationality Audience Size, HHI of Shoppers, Local Online Demographic Shopper-Spend Trends, SEM Keywords Analysis, Miles-Radius-Targeting of PPC Campaigns around CHGO & MLK, and Utilization of Affiliate-Marketing resources.
Guessing beyond the first 3-years, this genre niche-marketplace of either German or French consumer goods could achieve a 20% compounded annual growth rate in sales to $7.5 million in 5-years and to $18 million in 10-years.
These assumptions are not over-estimated and are based on Big Data Google Analytic assumptions. Hence, a Nationality Marketplace having a captive demographic of shoppers needs only a 1/10 of 1% market share of CHGO and MLK total annual "Online Retail Sales" to make its sales numbers projections estimated above.
The Demographic metrics of a Nationality-Based Marketplace are likely to only "Grow and Not Decline" in the US, as the US population grows 1% per year, Consumer Spending Grows at its Trending 3% per year, and the Percentage of US Retail Sales being done Online Now in 2020 is growing at 6% Annually Compounded from $375 Billion to $500 Billion by 2025. Source: Statista
The Best Prospects of Nationality-Audiences to sell to are the Top 10 US Nationality Segments of: German 14% at the #1 Top Position down to Scottish 2% at #10 Heritage Ancestory, each segment having over a 5-million population base in the US, and most are married to dissimilar nationality partners.
Nationality-Authenticity Please Note: Regarding the matter of China and Asian Countries, which are huge producers and fabricators of "Made in China" and other noted countries consumer goods, we have a unique Nationality Situation.
Millions of Consumer Goods that are labeled "Made in China" and other Platform-Overseas-Origin locations are Not considered a true or Authentic Nationality defined product. "Made in China" typically is just a notation of "Where a consumer goods item is Made", and is NOT a true reflection of the item's Authentic Nationality by: Design, Theme, Features, Functionality, Composite-Material, Quality of Materials, Inspection Standards for Health Safety, Longevity, Toxicity Conditions, and many other attributes.
Hence, there is No, if any, China-Nationality Ancestory Attribution for any consumer goods labeled "Made in China". These are Replica Goods, Knockoffs, Copies, Non-Nationality-Authenticity-Attribution, Foreign-Sourced & Offshore Fabricated Items.
They are In-Authentic in contrast to the ubiquitous identity of "The Real Thing" or "Real Deal" an acronym for Authentic Consumer Goods that are Fully-Designed, Engineered, and Fabricated within an authentic Nationality-Branded-Culture-Location, such as "Made in America", "Made in Germany", "Made in France", and likewise for all other Authentic Nationality-Branded consumer goods.
In summary on the Authenticity Note: US Shoppers very often hold an Explicit Interest in Buying "The Real Thing" whether it be an Appliance, Personal Care Product, Jewelry & Watches, Fashion Clothing, Sports Shoes, etc, whereby the Nationality-Attribution is extremely important to the buyer to receive Authentic-Original-Goods, having all the design, style, materials, fabrication attributes....As IF....a German-Nationality Shopper was buying a German goods item in a Munich Store, or a French goods item at a store along the "Avenue des Champs-Élysées" in Paris.
The Marketplaces we are talking about and presenting for 100 City Metro-Areas in the US are for shoppers to experience "The Real Deal" of buying consumer goods that are Exactly-Equal to the same goods purchased within those Countries of Origin!
Looking at a much larger scale of this opportunity marketplace, we "Zoom the Scaling Potentials" by a factor of 50X, in that we have 50-pairs of Metro-Area Cities within the Top 100 US Cities and 25-miles from CenterPoint Metro-Areas. This equals near 200 million shoppers across 50-pairs of Metro-Area-Cities...LIke CHGO+MLK.
At a maximum scaling of replicating the Nationality-Focused E-Com Marketplaces across all 100 of the City Metro-Areas, in Twin or Pairs of neighboring cities, the optimal success is a US-Wide deployment of Marketplaces that can reach total annual sales revenues of $250 million in 3-years, $360 million in 5-years, and possibly $900 million in 10-years.
What types of major, iconic branded German and French consumer goods are truly organic in fabrication and designs, that are Truly Native to Germany and France, and Not Knockoffs from China and Asia?
20+ Brands From Germany: Adidas-Sporting Goods & Fashion, PUMA-Sporting Goods & Fashion, BOSCH-Appliances, NIVEA-Personal Care, Knorr-Packaged Foods, ALDIS-Fresh & Packaged Foods, Miele-Appliances & Electronics, Hugo Boss-Fashions, Hermes-, Nestle-Foods, Beiersdorf-Cosmetics and Personal Care, Festo-Personal Electronics, DMG-Hand Power Tools, LEDVANCE-Consumer Electronics, Montblanc-Writing, Fashion, Watches & Accessories, Melitta-Cleaning Products, Kneipp-Cosmetics Beauty & Personal Care, TRIXIE-Pet Products, TAKKO-Fashion, s.Oliver-Fashions, RIMOWA-Luggage, Bijou Brigitte-Jewelry & watches, CBR Fashion Group-Fashions, ZEISS-Personal Optical Source: ZoomInfo and Kantar
20+ Brands From France: Tissus-Toselli-Table Linens, MARAT-Table Linens and Fashions, Valdrome-Table Linens, Peugeot-Wine & Culinary Cuisine, REVOL-Cooking & Serving Accessories, ECHO France-Luxe Hand Soaps, La Lavande Decore Hand Soaps, Louis Vuitton-Luxury Everything, Chanel-Luxury Everything, Hermes-Luxury Everything, L'Oreal-Personal Care, Lancome-Personal care, DIOR-Luxury, Saint Laurent-Luxury, Givenchy-Luxury, CLARINS-Personal care, VICHY-Personal Care, L'Occitane-Personal Care, Sezane-Woman's Fashions, Sandro-Womans Fashions, Claudie-Pierlot-Woman's Fashions, Vanessa Bruno-Woman's Fashions, Marie Marot-Woman's Fashions, Vicomte A...Men's Fashions, APC-Men's fashion, Maison Labiche-Men's Fashion, Armor-Lux-Men's Fashion Sources: BRANDZ and CHENAL
Choosing the Marche Provence Marketplace French Brands Strategy for French Nationality Shoppers!...We Just Pick the Best-Audiences of 50 US-States in this Example.
The Methodology of Targeting Best US States to Run Google PPC AdWords
The Focus on this "How-To Post" is Online Selling of French Branded Consumer Goods to US Online Shoppers that are Francos (French) Origin...
We Share Insights with fellow PPC Paid Search Campaign E-Commerce Managers and Marketing people. The Post defines a process of utilizing Big Data Analytics in Excel Models to Target Specific Groups of US States for PPC Marketing, whereby these States have the strongest Cultural and/or Nationality Affinity Relevance for desiring to buy certain classes of Ethnic-Theme Consumer Goods. In the following example, the Goods Line is French-based Consumer Branded Goods into the Strongest Demand US States for selling French goods.
Our Magento CMS Database holds customer data for every Online & POS order done over 8 years for ReMarketing via Emailing & SQL Demographic Analytics.
In order to do Location-Targeting & Household-Income Targeting to the Optimal US States that have the Highest Franco Population Counts & Percentage Density, Plus the Highest HHI Levels, I use Big Data Analysis within MS Excel Modeling.
The Big Data Modeling Objective is to find the Top US States that hold the Highest-Percentage-Populations of a Cultural and/or Nationality Audience for matching select cultural audiences with selected groups of Ethnic Consumer Goods D2C.
For our "Marché Provence Marketplace" we sell only French Branded items that are designed and manufactured in France. It is Axiomatic, that the most likely Affinity Group and Audiences are Francos and Francophiles (French Fans) in the US.
Wiki...French Americans or Franco-Americans (French: Franco-Américains), are citizens or nationals of the United States who identify themselves with having full or partial French or French Canadian heritage, ethnicity and/or ancestral ties.[2][3][4] On the French-Canadians see French Canadian Americans.
Further, to identify the targeted-shoppers of a Nationality, which have Above-Average Household Incomes (HHI), we merge the Big Data to a Paired-Approach, to select both the Key US States and the Top 50% HHI Households within those States, that equals "Best Targeted Audience" with Above-Average HHI, which for "Marché Provence Marketplace" is a 26-State Geo-Location for our French-based Brand Products. Further on Demographic Audience Targeting...Most French Shoppers are Women at ages 35 and over.
In the Excel below, we see that there are 11,345,000 Francos living in the Top 26 States out of 15 million Francos across all 50 US States, and many more that number when considering that most households have two married adults.
The Total Annual Household Income of the US Franco-Population Households is $735 Billion, which equals 10% of the Total US HHI of $7.5 Trillion. Yet, the US Pure-Franco Population is equal to only 3.5% of the total US Population.
Hence, we target only the 26 US States for PPC AdWords Campaigns to reach the highest density of a Franco-Affinity Shopping Audience, and where this 3.5% of the US population earns 10% of the Total US HHI.
In fact, the KPIs of ROI, AOV, RPU, CR, CTR, ROAS, ROS and Customer Acquisition Count Growth is Top-Heavy in Mainly just 15 Top States that we sell more aggressively (Higher Keyword Bids in PPC): California, Louisiana, Massachusetts, Michigan, New York, Texas, Florida, Illinois, Ohio, Connecticut, Maine, Wisconsin, New Hampshire, Washington, and Pennsylvania are 90% of our online sales revenues.
By Excluding all the remaining 24 US States, we avoid a huge degree of wasted Google Ads PPC spend, which is unlikely to have adequate relevance for our French Products in States that have 3% or Less Franco populations.
Find Your Optimal Ethnic & Cultural Audiences
Our A & B Testing of Targeting "All of US States versus Selected Affinity Audiences regarding 26 or 15 Specific States" reduced our Google PPC Spend to the 5-10% of Sales from a more generalized PPC Spend of 10-20% or even higher across all 50 US States. Plus, we achieved progressively growing AOV, as the Franco-Affinity Audience would do more extensive Cross-Purchases of French Goods over our 20 French-Brands Vendor Lines.
The 5 Best All-Around States for all Metrics in Selling French-Branded Products are: California, Florida, New York, Massachusetts, and Illinois for 60% of our sales revenues. The Top 15 States yield 90% of annual online sales.
More often than not, shoppers on Marché Provence Marketplace Cross-Shop and buy items from multiple sellers in a single-carted-order. This is driven by our intentional common French Provence Cultural Products Theme, whereby our customers become quite devoted to buying many of our curated Brand Items to keep expanding the French Provence Culture & Designs Theme, across the decor of their Home Living Areas, Dining Tables, Clothing & Accessories, and French Wine & Cooking Cuisine that is highly prized by millions of Franco people.
The preceding KnowHow Post Overview for defining best Affinity & Cultural Audiences for PPC Marketing using Big Data Demographics Analysis and Excel modeling can be Applied & Replicated to a broad consumer goods marketplace situation.
SEO has the innate ability to create Macro-Coverage to present consumer goods to a universal (largest possibly population audience) and is a companion approach to using PPC for well-targeted Audiences and Locations.
The results create a very Targeted-Market approach for PPC ads campaigns to achieve high CTRs from search term relevancy Ad Impressions to the More Relevant shoppers/buyers, and high-performance in Conversion Actions by shoppers, such as: Direct Call-Ins, Online Order Entries, Phone-In Orders, Multi-Category Single-Carted Orders, and Single-Shipment Multi-Items Doorstep Deliveries.
Charles Dushek... Please Contact at: CharlesJDushek@gmail.com and Call or Text Charles at 630-280-7510
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